Mobile World Congress 2018
Employer: Glispa
Role: Senior Marketing & Global Events Manager
Duration: Jan 2018 – June 2019
Team: C-Suite · Sales · Design
What I Led:
Booth Strategy & Design · Global Rebrand Launch · Stakeholder Alignment · Event Logistics & Onsite Execution · Team Training & Experience Design
Wins:
➤ Successfully rebranded and relaunched “Glispa 2.0” at one of the industry’s biggest conferences
➤ Designed one of the most memorable booths at MWC 2018, from look and feel to brand experience
➤ Turned a near-miss into a major employer brand moment and talent acquisition win
Why It Matters:
MWC18 could have been a forgettable launch — but we turned it into an iconic four-day activation that showed the industry (and our team) who we were becoming. It's a perfect example of how strategic thinking, rapid pivots, and detail-rich design can create brand moments that resonate long after the event is over.
Glispa had long been a respected player in the mobile ad tech space. But by the time I joined, the company had gone through a series of major acquisitions and was preparing for a full-scale rebrand — folding multiple products and global offices into a new, unified identity.
The chosen moment for that debut? Mobile World Congress 2018, one of the biggest industry stages out there — and also my very first project at the company.
There was just one problem: the company had booked a 10-square-meter booth for 35 people.
Not quite the grand reveal we were hoping for.
I was brought in to:
Secure a larger, more appropriate booth space
Design and execute a brand-forward, standout experience in just six weeks
Equip internal stakeholders (sales, execs, talent) to shine at the event
Use the event not just to sell, but to show the world who Glispa had become
Our booth stood out at the conference by providing calm amongst the chaos. The space wasn’t full of florescent lights. Instead it was lush with greenery, soft lighting, and lots of seating. The warm atmostphere also made it an easier place to work all day, and when you’re at a conference for 4 days - these factors can make all the difference in ensuring you and your team maintain stamina. We even had a bicycling barista that kept employees and booth visitors caffeinated.
I wanted to showcase our personality and the company’s growth. With several acquisitions, it meant new offices around the world. Our “Glispa Family” wall was a great two in one: showing our camaraderie and serving nice conversation starter about our company culture. The conference was a great employer branding and recruitment tool, and I’m super proud of how many applications (and hires) came from people who first met Glispa at MWC.
From fresh flowers to polaroids of each Glispian - it was the little things that really added the cherry on top of a great week. These small (and inexpensive) touches to the booth showed our taste, something our clients appreciated as it showed our attention to detail.
RESULTS
Booth recognized as one of the most inviting, brand-aligned spaces at MWC18
Massive boost in partner perception and client engagement throughout the four days
Team pride skyrocketed internal morale and energy was palpable onsite and after
Direct hires and job applicants traced back to conversations that started at the booth
Glispa 2.0 launched with clarity and confidence, setting a new tone for the business
